Empathy and Public Policy Success

Across four continents, 30+ countries, and more cities than I can count, I have had the good fortune to meet politicians and public officials from all across the globe. While every encounter is unique, and the topics of the interactions have been varied, general themes for success are clear.

In general, one of the mistakes public affairs professionals make is misunderstanding the objectives of government officials. This often starts due to a lack of empathy.

What does empathy look like in Public Policy?

Understand your audience: Do you have a background/CV of the official you are meeting with? Are you aware of the recent media challenges they may have faced? Do you know their legislative goals? It may seem simple, but this basic understanding will give insights into the types of arguments that may resonate - and help anticipate some of the challenges and pushback you may encounter.

Do they - and more importantly, should they understand your business?: Recognise that public officials and politicians, in particular, are generalists. They are required to know a little bit about many things. The expert in the room is you - this is not a disadvantage. Understand that you know more and use this to help educate, craft strong positions and keep your audience interested. You don't need to make your audience experts in your business. You need to engage them with the challenge you are trying to solve.

What is their day like?What is their day like?: Is the government facing a crisis? Did they recently have great success? Do you know what is happening in the politician's constituency? While the meeting may be critical for your business, it is likely a tiny part of their day. You showcase yourself and your organisation as a real partner by having a sense of the larger political climate and adapting to that situation. If they are having a bad day - don't try to push through. Re-group and reorganise - it will help in the long run.

Understand what your win means for their politics: A public policy change that benefits your business never comes without political costs. While creating a "win" for the politician or government is generally good for business - what is more important is understanding the repercussions of your ask. Be transparent and honest with benefits and challenges, listen to concerns and be realistic and organizationally open to change.

Changing public policy is a slow and challenging process. It often means convincing stakeholders with entrenched positions to adjust and modify laws and regulations that benefit your organisation. Change becomes impossible if you don't have genuine empathy for the other side and ignore the challenges and politics impacted by your ask.